Make Experience Your Business
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Make no mistake – experience is the key word. Products and services are really just pieces of a larger puzzle of experience for your consumers. They aren’t in a mortgage; they’re interested in the house that will be their home. They aren’t just looking for a flight; they’re looking for a way to reach a destination. Experience is the real currency of our brands, and it extends beyond any particular channel or device. It’s the entirety of our connection with consumers.
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Make Experience Your Business
- 1. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Make Experience Your Business Erin O’Connor | Product Marketing Manager| Adobe
- 2. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Key Takeaways 1. The foundational elements that create an customer experience 2. What tools do you need to create one 3. How others companies have seen success and how you can too!
- 3. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 4 Make Experience Your Business
- 4. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 5 Making Experience Your Business Is Good For Business 1.6xbrand awareness 1.9xaverage order value 1.9xreturn on ad spend 1.6xcustomer lifetime value 1.5xemployee satisfaction 1.7xcustomer retention 1.6xcustomer satisfaction rates 36% Faster revenue growth rates
- 5. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 6 Immersive Experiences Hyper-Personalization Real-Time Insights & Journeys
- 6. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. The right marketing technology… Source: The Forrester Wave™: Real-Time Interaction Management, Q2 2017 …delivers contextually relevant experiences, value, and utility at the appropriate moment in the customer life cycle via preferred customer touchpoints.
- 7. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 9 Experience Manager Campaign TargetAnalytics Audience Manager Media Optimizer DSP Media Optimizer Search Media Optimizer DCO Marketing CloudAnalytics Cloud Advertising Cloud Experience Cloud Modern Measurement Contextual Insights People Centric Actionable Insights Personalised Ad Experiences at Scale Unlock TV's Full Potential with Programmatic & TV Everywhere Break through Media and Data Silos with People Based Advertising Cloud Scale & Security Experience Intelligence powered by Sensei Omnichannel Campaign Management Content Velocity
- 8. IMMERSIVE EXPERIENCES START WITH GREAT CONTENT
- 9. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Content is the Fuel of Immersive Experiences 1.Source & curate the best content 2. Omnichannel content management & delivery optimization 3. Context/channel specific authoring & management Web & mobile sites In-Venue screens Dynamic forms & docs Commerce Email Offline IoT & Mobile Apps Consumers Fluid Experiences Asset Management Brand content User- generated content Smart Content Services powered by Adobe Sensei
- 10. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Consumers are Screen Hopping across the Shopping Journey CONSIDERATIO N CONSUME R PURCHAS E SERVICE LOYALTY AWARENE SS HI, This is Cindy from Customer service, how can I help? I want to order a pair of shoes, I’m looking for a certain size in this style. Sure thing, what size are you looking for?
- 11. HYPER-PERSONALISATION IS POWERED BY DATA
- 12. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. EMAIL Remarketing Email WEB Research, begin purchase process PUSH App Engagement Hyper-Personalization with the Integrated Customer Profile EMAIL #2Channel Activation EMAIL #1Welcome Email DIRECT MAIL Product Catalog • Single, accessible view • Consolidate channel preferences • Online and offline data • Campaign history
- 13. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Web Ads Mobile Apps Wearables Voice Assistants IoT Geo / Spatial OTT Devices Video Enterprise Call Center In Store Social Email Connected Cars Audience Syndication Context-aware Action Data processing Analytics Machine Learning Data collection Virtual Analyst Segmentation Analysis Workspace Segment IQ real-time triggers & views Processing Rules Real-time platform Ad Optimization Content Optimization Adobe Experience Cloud Data to Value
- 14. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 16 ARE DRIVEN BY AI REAL-TIME INSIGHTS & JOURNEYS
- 15. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. What is Sensei? 17 Adobe Sensei is the technology that powers intelligent features across all Adobe products to dramatically improve the design and delivery of digital experiences, using artificial intelligence and machine learning in a common framework.
- 16. © 2016 Adobe Systems Incorporated. All Rights Reserved.
- 17. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 19 Meet the Experience Makers 1919
- 18. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. The need for change The need for change Segmentation (Unica) Creative Execution (M&C Saatchi) Sending the email (eBay) o Our old set up was extremely inefficient o Many hours were wasted with data files going from place to place between the 3 systems o It wasn’t future-proofed for the needs of the business o Customer data was spread all over the place, with incredible complexity o Lots of different departments communication with customers o Lots of data silos across the business
- 19. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Journey towards a unified customer experience The need for change Segmentation (Unica) Creative Execution (M&C Saatchi) Sending the email (eBay) A single tool that handles all campaign execution across various channels Ability to redesign the customer database so that a marketer can use it Creates a campaign from beginning to end in a single workflow Adobe Campaign
- 20. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Virgin Holidays Most Successful Campaign of the Year 1. Contextually relevant 2. Larger images, minimal text 3. No sales message!!!
- 21. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. The Results – Virgin Holidays Best Peak Ever! 37% Increase of Margin 38% Increase in calls 33% Increase in web traffic 66% Increased Awareness
- 22. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Redesigned the whole Customer Journey post purchase 5. Up-sell Email RECEIPT BOOKING CONFIRMATIONS CONGRATULATIONS BOOKING CSQ PAYMENT REMINDERS TRAVEL DOCS PRE-BOOK SEATS UPSELL PRICE FLUCTUATION BOOKING CHANGE BOOKING AMEND / PROCESSING BOOKING CANCELLATION PART PAYMENT FULL PAYMENT PRINT DOCS TICKET DELAY CONCIERGE ONLINE CHECK-IN ARRIVAL 35 disjointed communications
- 23. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Introduce a pilot set of communications in Orlando 3 DAYS AFTER BOOKING 3 WEEKS AFTER BOOKING 6 MONTHS BEFORE ORLANDO 28 DAYS BEFORE ORLANDO 3 WEEKS BEFORE ORLANDO CELEBRATION HOLIDAY EXPERT ITINERARY PLANNING TRAVEL PLANS DESTINATION TEASER ONLINE CHECK-IN ONLINE CHECK-INDESTINATION TEASER
- 24. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Booking confirmation example
- 25. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Finance letters example
- 26. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Business results Engagement rates 10 times higher than our marketing emails Our Pre Departure scores have increased by 5% Upsell per booking increasing by 11% Customer self-serve increasing by 7% by shifting more traffic to MMB £3.3M in incremental revenue across all destinations Project ROI of £16.2:1 Employee Engagement scores of 90%
- 27. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 29 Immersive Experiences start with great Content Hyper-Personalization is powered by Data Real-Time Insights & Journeys are driven by AI
Editor's Notes
- Good Morning, my name is Erin O‘Connor and I am Product Marketing Manager at Adobe. I am excited to speak with you this morning here at Media Post‘s Brand Marketing Insider Summit During today‘s session, I want to talk to you about how you can make experience your business. When I hear Lake Tahoe , I think beautiful mountains, clear, warm water boating and- the fresh, white powder for skiinng
- Many companies invest in becoming an experience business, by offering more than just a good product or service. Think about how you experience a flight from booking, to check-in and inflight entertainment. How we experience the services in a hotel and how personalized the messages and offers are. And how we buy products online and in the store and what our expectations towards a consistent experience are. We work with leading brands like Delta, Marriott and adidas who made customer expereince theri number one priority. And investing in experiences pays off.
- These are some of the results out of a recent study we did together with Forrester. You see that Experience leaders have a better brand awareness and manage to have both a better customer and employee satisfaction. And they are able to improve their business KPIs like order and customer lifetime value. So what does it take to become an experience business in the age of the digital customer?
- Three key building blocks, I will double down on in the next couple of minutes. Immersive experiences: Expereinces need to be consistent across all touchpoints and interactions and optimized for each device & channel Hyper personalisation: Think about customer data on steroids – from CRM, to transactions, buyer behaviour, propensity scores And Real-time insights and journeys: Real time information, behaviour and the identification of individual customer journeys, all that powered by AI & ML So what technologies and capabilities are needed to tackle that?
- Forrester says that the right marketing technology should not just help to deliver experiences but also value and utility in context of the individual customer And ideally in the right moment in the customer lifecycle via the right touchpoint.
- That is why we created and build the Adobe Experience Cloud, to help marketers deliver on the promise of unified, consistent and compelling experiences at every turn. Let‘s take a look at the platform.
- Firstly we start with data as the foundation to create great experiences. With Analytics Cloud we offer our customers the capabilities to measure the performance of interactions and campaigns and the marketing investment. Create insights based on customer behaviour and move away from a device or browser centric targeting to a people centric one and then create actions out of all these data insights. Also informing all of the other solutions in the experience Cloud. Secondly Advertising Cloud: Now the biggest independent cross-channel ad platform in the market. In a world of so many channels and platforms, scaling personalised expereinces is critical for succes. Think about automation of Search, Display and Social, but also inclusion of delivery in TV all of that in programmatic way. And Ad Cloud also helps to break through silos in media and data. And last but not least: Marketing Cloud. Think about it as the personlisation engine of the Experience Cloud, orchestrating the experience on all of your digital properties. We use more and more AI powered features with Adobe Sensei. And content and data together makes it possible to deliver unique expereince in every interaction.
- Let‘s go back to our three key building blocks. The first one was immersive experiences and these need great content. When marketers think about content, then mostly in the context of beautiful images and optimization for a channel. But there is much more about the content creation process. I like to call it the content supply chain: From creation, to management, delivery and measurement.
- Combine brand content from your agencies or internal designers that work with creative cloud and add user generated content to it. Streamline content management with a central DAM and a content creation platform. Then you can optimize delivery for all of the channels that are important for you and your customers. From web(mobile to POS, Forms, Commerce and all 1:1 interacions like email, mobile, offline and IoT. So content is the fuels for immersive experiences
- And experiences need to be connected, not just in digital but also physical. The increase in adoption and use of digital devices also means an increased opportunity for customers to shift between channels as they go about their daily activities. Research shows that while a customer journey may start in one channel, for example, online, it often ends in another, such as in a store. As consumers channel-hop between online and physical environments for entertainment, services, and products, they expect the context to carry through their journey. Consider the purchase of a movie ticket—while users may search movie times on their tablet and switch to an app to buy tickets, a connected experience ensures they can easily use a digital kiosk to pick up those tickets and record their reward points. Over 40% start a journey on one screen and finish on another (Source: https://econsultancy.com/blog/64464-more-than-40-of-online-adults-are-multi-device-users-stats/) From screens to stores to devices, customers want a connected experience
- We used to talk about big data and which new data sources we need to plug-in. Now it is about usage of all relevant data for hyper personalisation of our content.
- Building that integrated profile does not mean to just take existing data that you have in house (CRM, transaction, BI) bit to enrich these infos on a specific customer along the way. What is the behavior and reaction on your communication, are messages opened on one channel but not another. Create that single accessible view, that is still not reality for most marketers. It is also about using the preferences, things you know about the customer, but also preferences that are shared by the customer. And take into account the campaign history. Let’s take a look at how Experience Cloud helps you build that data strategy. First, it starts with any strategy. A data foundation. Most marketers agree that data is one of the most important ingredients in a cross-channel strategy, but are often faced with challenges related to understanding exactly who a customer is and how best to market, or communicate with them. There are challenges related to consolidating contact history, incorporating digital data and not just creating, but maintaining a single, accessible view of the customer. That is exactly what Adobe campaign provides: Single, accessible view Consolidate channel preferences Online and offline data Campaign interaction history
- It is about bringing together the data and learn from each interaction. We can collect data from almost all touchpoints. Do not think about channels or devices as a push, but also as an information source (geo data, IOT, incar) Process these data and enrich existing data with real-time information (BMW Z4 vs X3) And then take action for every content piece and ad you are delivering – take action Data Lakes What I’m trying to address in slide is why our tech/stack is unique. So, I’m trying line up real ROI at each part of the pipe, so everyone can articulate that to customers. (for instance, I’ve never heard our field describe the value of processing rules, which is a key differentiator for us, even before Sessionization or Report Time Attribution) By illustrating more vibrantly the value from each part of the stack I hope to avoid: 1. BI guy saying: can I just use your UI and not the rest? 2. Buyer saying: I still don’t get why you’re 3X more than [competitor X] 3. PM/instrumentation person saying: I don’t want to be locked into eVars and Props and heavy client-side definition 4. Data architect/BI saying: that’s fine, but we’re just going to pipe out what you collect and process into our data lake 5. Developer saying: we just want to instrument you server side I think we could get better ROI questions on the Sensei top part, do you think? We might also want to add: “Now that I know my customers, their journeys, and what to measure more clearly, how do I get a historically accurate view?”
- Who here in the audience is a data scientist? Who works with a data scientist? Milliseconds Make the Journey. Next, we all know that relationships aren’t about single interactions. They’re a series of interactions based on decisions that happen in milliseconds, increasingly across multiple channels, devices, and departments. Managing those relationships seems so simple from the view of the consumer, yet is a massive task from the view of the enterprise. Especially when you’re bound to legacy systems that were never intended to function at this scale or in real-time, and they’re not going away. Journey’s only happen if you master the milliseconds.
- Sensei is a ML /AI framework across all three clouds. But it’s made for the user itself, helping a marketer to deliver hyper-personalised messages at the right time, with the optimal content. Let’s take a look We would be hard pressed to talk about AI and machine learning without talking about Adobe Sensei. Across Adobe, we are committed to investing in machine learning through Sensei, the technology that powers intelligent features across all Adobe products to dramatically improve the design and delivery of digital experiences. Sensei manifests itself in intelligent features across Adobe’s three key clouds in a broad range of features, including several within Target.
- Now I would like you to meet our experience makers